Garret Hedlund for YSL La Nuit de L’Homme

The experts that TIME spoke with regarded Hedlund’s appointment as the face of La Nuit de L’Homme with a collective “huh?” Best known for his acting roles in Country Strong and On the Road, Hedlund is a pretty face that has not yet cracked the mainstream in the movie industry. “I think people who love Saint Laurent don’t always go for the most recognizable face,” says Grant. Saint Laurent is focusing on “the beauty of the look; they don’t want to commercialize the brand as much.” If that is indeed the case, mission accomplished.